When well-known Yankee Candle and WoodWick – market-leading brands in scented candles and home fragrance – wanted to launch in Sweden and Norway, the choice fell on the Nordic distributor Acreto, based in Gothenburg. Acreto has been marketing and distributing strong brands to the Nordic market since 2005, and the cooperation between the players will start immediately, already at the turn of the year.

Well-known candle and home fragrance brands
Yankee Candle and WoodWick are two strong candle and home fragrance brands originating in the USA. They have long been favorites in the Swedish home and interior design market, but in recent years have become increasingly rare on store shelves. The European partner Newell Brands is now taking new steps in the Nordic region, changing distributors and investing heavily in new brand launches. At the same time, it takes the opportunity to introduce a brand new fragrance brand to the market, Chesapeake Bay Candle.

Tough selection process
“When we had the opportunity to add Yankee Candle and WoodWick to our brand portfolio, there was no hesitation. We are in an excellent position to reclaim the former position of these brands in the Nordic region, and to reach new heights. We see great scope for branding and positioning in scented candles and home fragrances. And the new upstart Chesapeake Bay Candle, with its clear focus on health and well-being, feels like an exciting challenge for us, where we will partly get to know new customers and target groups. says Christian Holmquist, CEO of Acreto. He has just concluded negotiations and signed an agreement with Newell Brands, the European partner for Yankee Candle, WoodWick and Chesapeake Bay.

‘They choose us, partly because of our strong existing distribution channels. Our brands are already represented by the largest chains and retailers in the Nordic region. Our network and strong customer relationships are our main competitive advantage. But we are also chosen because of our unique profile as a brand-building distributor. We are of course proud and happy that they have recognized how we, through strategic communication and effective marketing, have developed and strengthened all our brands. It’s great that they appreciate how much work and resources we put into this.” he continues.

Doftrum – holistic home fragrance concept
Acreto plans to launch the new brands under a new umbrella concept for home fragrance; Doftrum. Here, customers and consumers will be able to find and buy both old and new favorites – and at the same time learn more about what scenting can bring to your home and how you can and should decorate with scent.

About the concept:
Of the five human senses, the sense of smell is the strongest. Scents and aromas can do the most amazing things to us. Scents create memories, build atmospheres, set the mood of a room and affect our senses, energy and mood. Scents stimulate our imagination and evoke nostalgia. Yes, smells can even move us in time and space.

When you decorate your home with scent, you give rooms different characters and purposes. Want to create peace and quiet in your bedroom? Recharge your energy in your home spa? Do you want your kitchen to always have an undertone of fresh herbs? Do you want to bring your friends and family together and create new memories of holidays and celebrations? You can do all this and more with scenting.

Big launch at the Formex trade fair
The launch of the brands and the new Doftrum concept can be experienced at Formex on January 16-18 at Stockholmsmässan. Acreto/Doftrum is located at stand A13:40 and hopes to meet both new and old customers there. On Tuesday, January 16 at 15.00, a press event will be held in the stand together with lifestyle entrepreneur Susanne Histrup, who will tell us more about the Doftrum concept and how to create a personal and inviting home with the right scent.

When well-known Yankee Candle and WoodWick – market-leading brands in scented candles and home fragrance – wanted to launch in Sweden and Norway, the choice fell on the Nordic distributor Acreto, based in Gothenburg. Acreto has been marketing and distributing strong brands to the Nordic market since 2005, and the cooperation between the players will start immediately, already at the turn of the year.

Well-known candle and home fragrance brands
Yankee Candle and WoodWick are two strong candle and home fragrance brands originating in the USA. They have long been favorites in the Swedish home and interior design market, but in recent years have become increasingly rare on store shelves. The European partner Newell Brands is now taking new steps in the Nordic region, changing distributors and investing heavily in new brand launches. At the same time, it takes the opportunity to introduce a brand new fragrance brand to the market, Chesapeake Bay Candle.

Tough selection process
“When we had the opportunity to add Yankee Candle and WoodWick to our brand portfolio, there was no hesitation. We are in an excellent position to reclaim the former position of these brands in the Nordic region, and to reach new heights. We see great scope for branding and positioning in scented candles and home fragrances. And the new upstart Chesapeake Bay Candle, with its clear focus on health and well-being, feels like an exciting challenge for us, where we will partly get to know new customers and target groups. says Christian Holmquist, CEO of Acreto. He has just concluded negotiations and signed an agreement with Newell Brands, the European partner for Yankee Candle, WoodWick and Chesapeake Bay.

‘They choose us, partly because of our strong existing distribution channels. Our brands are already represented by the largest chains and retailers in the Nordic region. Our network and strong customer relationships are our main competitive advantage. But we are also chosen because of our unique profile as a brand-building distributor. We are of course proud and happy that they have recognized how we, through strategic communication and effective marketing, have developed and strengthened all our brands. It’s great that they appreciate how much work and resources we put into this.” he continues.

Doftrum – holistic home fragrance concept
Acreto plans to launch the new brands under a new umbrella concept for home fragrance; Doftrum. Here, customers and consumers will be able to find and buy both old and new favorites – and at the same time learn more about what scenting can bring to your home and how you can and should decorate with scent.

About the concept:
Of the five human senses, the sense of smell is the strongest. Scents and aromas can do the most amazing things to us. Scents create memories, build atmospheres, set the mood of a room and affect our senses, energy and mood. Scents stimulate our imagination and evoke nostalgia. Yes, smells can even move us in time and space.

When you decorate your home with scent, you give rooms different characters and purposes. Want to create peace and quiet in your bedroom? Recharge your energy in your home spa? Do you want your kitchen to always have an undertone of fresh herbs? Do you want to bring your friends and family together and create new memories of holidays and celebrations? You can do all this and more with scenting.

Big launch at the Formex trade fair
The launch of the brands and the new Doftrum concept can be experienced at Formex on January 16-18 at Stockholmsmässan. Acreto/Doftrum is located at stand A13:40 and hopes to meet both new and old customers there. On Tuesday, January 16 at 15.00, a press event will be held in the stand together with lifestyle entrepreneur Susanne Histrup, who will tell us more about the Doftrum concept and how to create a personal and inviting home with the right scent.